The Library
Exploring collaboration between sales and marketing
Tools
Le Meunier-FitzHugh, Ken and Piercy, Nigel F. (2007) Exploring collaboration between sales and marketing. European Journal of Marketing, Volume 41 (Number 7-8). pp. 939-955. doi:10.1108/03090560710752465 ISSN 0309-0566.
Research output not available from this repository.
Request-a-Copy directly from author or use local Library Get it For Me service.
Official URL: http://dx.doi.org/10.1108/03090560710752465
Abstract
Purpose - The study seeks to explore the antecedents and implications of collaboration between sales and marketing and further to identify whether there are benefits in terms of business performance of improving collaboration between sales and marketing.
Design/methodology/approach - Three exploratory case studies and a review of the literature are used to examine the antecedents to collaboration between sales and marketing. The case studies allow this fuzzy and undefined area to be clarified and existing theories to be empirically tested.
Findings - The study identifies that there are three types of factor influencing collaboration between sales and marketing: integrators, facilitators, and management attitudes towards coordination. The exploratory case studies establish that senior management plays a pivotal role in creating and improving collaboration between sales and marketing, and that there is a positive correlation between collaboration between sales and marketing, and improved business performance.
Research limitations/implications - The limitations of this study are that it is qualitative in nature and the conceptual framework needs be tested through a large-scale survey. In addition, the study considers only large UK organisations and, therefore, future research should consider expanding the study to overseas organisations.
Practical implications - There appears to be an established relationship between the level of collaboration between sales and marketing and business performance. Further, the attitude of senior managers to improving coordination is critical to influencing collaboration between sales and marketing.
Originality/value - This study contends that sales and marketing need to collaborate rather than integrate and uses exploratory case studies to support the development of the framework.
Item Type: | Journal Article | ||||
---|---|---|---|---|---|
Subjects: | H Social Sciences > HF Commerce | ||||
Divisions: | Faculty of Social Sciences > Warwick Business School | ||||
Journal or Publication Title: | European Journal of Marketing | ||||
Publisher: | Emerald Group Publishing Ltd. | ||||
ISSN: | 0309-0566 | ||||
Official Date: | 2007 | ||||
Dates: |
|
||||
Volume: | Volume 41 | ||||
Number: | Number 7-8 | ||||
Number of Pages: | 17 | ||||
Page Range: | pp. 939-955 | ||||
DOI: | 10.1108/03090560710752465 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published |
Data sourced from Thomson Reuters' Web of Knowledge
Request changes or add full text files to a record
Repository staff actions (login required)
View Item |